Central Retail Launches Ploen, Riva Brands in Mall Strategy Shift

Central Retail Property is adjusting its mall business strategy to address new consumer behavior that prioritizes experiences and lifestyle over shopping. Consumers have changed the game, so retail must sell experiences more than products. CEO Lerthiwit Phumiphat revealed that the mall business faces changes from consumers accessing information via mobile phones and online channels quickly, with more options and the ability to compare products and services at any time, making purchase decisions shift easily. At the same time, consumers value experiences, convenience, and how they spend time more than just traveling to buy products at a mall. The key challenge is not merely adding stores or products but creating reasons for customers to want to visit. Over the past two years, the company has adjusted its strategy under the "6 Destination Plus One Integrated Experience" concept, developing malls as lifestyle destinations covering food, fashion, home and technology, health and wellness, kids, and entertainment, while adding activities, festivals, and new experiences to stimulate continuous repeat visits.

Launching two new Ploen-Riva models to adjust the Robinson business portfolio. This strategy shift has led to the development of two new brand formats: "Ploen" and "Riva," to expand the business scope from traditional malls into spaces that answer diverse consumer lifestyles.

Ploen is a community mall under the Community-centric Development concept that places the community at the center of development, unlike typical community malls that focus on aggregating shops. It must answer the lifestyle of local people and adapt components to match the community's long-term needs. Key components include Tops Supermarket as an anchor, a food market with dining areas gathering about 200 famous street food vendors, services supporting 24-hour lifestyles, shops and services serving all-day needs, events and activities, and co-creation spaces for families, children, and pets.

The first project, "Ploen Rangsit," sits on a 322-rai site on Rangsit-Nakhon Nayok Road, Khlong 5. Phase one develops 24 rai with over 16,000 square meters of leasable area, housing more than 220 shops and brands, with an investment of about 1.5 billion baht. Expected daily traffic exceeds 15,000 people, targeting a Q3 2027 opening. The company plans to add three more Ploen projects in 2028 and another three in 2029.

Riva is a Recreation-led Retail Destination that develops space with recreation, entertainment, and lifestyle as the lead, while retail shops fill in the experience. This shifts from retail-led to recreation-led to motivate consumers to visit and spend time even without a direct shopping goal — whether relaxing, meeting friends, dining, or doing activities together. It emphasizes large suburban sites with multiple access points, supported by population bases and housing projects, plus connectivity to transport infrastructure to create long-term growth opportunities.

Meanwhile, the Robinson business remains a key mechanism for the company.